Traveler Acceptance of an App-Based Mobile Tour Guide

This study aims to identify antecedents and determinants affecting travelers' technological acceptance of an app-based mobile tour guide (AMTG). Informativeness (IF) and entertainment (EN) are amended as antecedents apart from performance expectancy (PE), effort expectancy (EE), social influence (SI), and facilitating conditions (FC) suggested by the unified theory of acceptance and use of technology model. The empirical results were obtained in a sample of 205 travelers visiting Macau. Structural equation modeling is used to evaluate the relationships among the antecedents and determinants of the proposed model. The results indicate that IF and EN have direct effects on PE and EE. All factors except EN have significant effects on the behavioral intention of a traveler to use an AMTG. The results of this study provide implications for travel app designers and service providers to formulate business strategies to encourage travelers to adopt the AMTGs.